Chapter 14: Identifying and Qualifying Potential Donors

Identifying and qualifying donors begins internally, working with those most closely connected to the organization or mission, then progresses outward.  The constituency model helps development professionals analyze constituencies of donors as to their awareness, connection, and commitment. Key giving indicators can be detected utilizing linkage, ability, and interest (LAI). LAI helps to distinguish who an organization’s potential donors are and where these donors will fit within the constituency model. Further qualifying donor LAI and LIA (linkage, involvement, advocacy) is explored through high-tech resources like CRM management and wealth screening, as well as through grassroots strategies such as interviews and previous giving histories. Information sought begins at a basic demographic level, expands to affiliations and interest level, and culminates with influences on giving decisions. Actively and intentionally understanding and engaging donors of multiple races, ethnicities, genders, ages, and socio-economic levels ensures that the organization’s donor base is diverse, representative of those you serve, and sustainable. 

Catherine Brown

Catherine (Cathy) Brown is Director of Broward Center for Nonprofit Excellence.  She has 20+ years’ experience in nonprofit management and fundraising, plus expertise in curriculum design and instruction including leading courses for The Fund Raising School for the last decade. Cathy received a B.A. from Hanover College, M.S. in Education from Indiana University, and Graduate Certificate in Philanthropic Studies from Lilly Family School of Philanthropy. She is a nationally certified Associate Professional in Talent Development.

LaKoya S. Gardner

LaKoya S. Gardner is the Director of Programs and Associate Director of Development for the Mays Family Institute on Diverse Philanthropy in the Indiana University Lilly Family School of Philanthropy. She has over 10 years of experience in fundraising within higher education and other nonprofits. LaKoya received her B.A. from Indiana University–Purdue University Indianapolis (IUPUI) and M.A. in Organizational Leadership from Indiana Wesleyan.

 

Chapter authors Cathy Brown and LaKoya Gardner discuss their chapter with Bill Stanczykiewicz, book editor and director of The Fund Raising School.